New for summer 2014, in partnership with the Amateur Swimming Association (ASA), Thomas Cook is offering parents of non-swimmers the ideal opportunity for their kids to learn to swim – on holiday in the sun.
An adapted version of the ASA’s Learn to Swim Framework will feature in swim academies at six Thomas Cook FamilyWORLD and Airtours’ Sunstar resorts, throughout July and August 2014.
Bringing the operation of its swimming academies in-house for the first time, this exciting new affiliation sees Thomas Cook working closely with the ASA to provide children with the chance to learn this lifesaving skill while having fun on holiday. The swimming lessons and water safety education provided will be within the framework the ASA sets for swimming lessons across the UK, providing consistency and making it easier for children to continue with lessons when they return back home from their holiday.
Thomas Cook has also extended its partnership with leading sport brand Speedo for the provision of quality and state-of-the-art swimming equipment for its swim academies, as well as uniforms for its swimming coaches, who will all be qualified to ASA standards.
In a recent survey of non-swimming children conducted by Speedo, 24% felt left out, 22% felt embarrassed and 21% felt sad that they couldn’t swim. Speedo sponsored Olympic silver-medal winning athlete Michael Jameson said, “Learning to swim is such an important skill for children, as it is the only sport that could actually save their life. And, not only is it a life skill, but it’s a fun activity that can be shared with the whole family.”
‘I’m delighted that our partnership with the ASA and Speedo will offer more of our younger guests than ever the chance to learn to swim, with the right equipment in a controlled environment,” said Uli Sperl, Product & Yield Director, Thomas Cook UK & Ireland. ‘The art of staying afloat and gaining confidence in the water is a vital skill to learn, and the Learn to Swim Framework will provide kids big and small with an excellent opportunity to meet new friends, while being taught valuable water safety skills, and will only heighten the appeal of our great family offering. As our research shows, the main priority for parents travelling with us is to spend quality time together while enjoying a great holiday abroad. The family offering featured in our new product range for Summer 14 has been designed to meet their needs, providing great value on safe, quality assured and exclusive holidays.’
© Thomas Cook
